This course on branding provides an in-depth exploration of the art and science of creating powerful brands. Starting with an overview of the basic ideas behind brands and branding, it leads students through the process of determining a mission, vision, and positioning that appeals to their target markets. The process continues with developing an eye-catching visual identity, coming up with a catchy brand name and slogan, and coming up with practical launch and lifecycle strategies. The following modules include SWOT analysis, brand health measurement, interpreting evaluation findings, and strategies for maintaining a brand that is dynamic and adaptable to changes in the market.
In order to prepare students for the ever-changing demands of brand management, the course concludes with an exploration of creative approaches for surpassing conventional branding.